1) Facebook is a popular social media marketing channel with over 4.8 million members in Ontario alone and a total of over 11 million Canadian users. 2) The document provides statistics on Facebook demographics and discusses pros and cons of Facebook marketing. 3) Examples are given of small businesses that found success using low-cost Facebook ads to target relevant audiences.

1. Social Media Marketing Channel:Facebook

2. AudienceAB - 1,496,580BC - 1,636,800MB - 384,580NB - 399,200NL - 154,220NT - 14,600NS - 430,040NU – 940ON - 4,870,020PE - 53,240QC - 1,971,520SK - 351,780YT - 24,480 4,870,020 members, 1,276,000 of them are in Toronto

3. 116 million unique U.S. visitors in Dec. 2009slightly more femaleaged 13-34

4. Target Market

7. ProsHighest use percentage of all social media sitesAllows users to reconnect with old friendsAllows you to stay connectedSelf-Promotion“Like” pages you want info from

8. Cons“friend” term – unwanted friend requestsOvercrowded newsfeedSpamMisused photosTaggedPrivacy Issues

9. Success“Advanced Telecom Services – I didn't really think of Facebook as a site where people are ready to buy something, but it has proven me wrong. The great think about the advertising is that I can pinpoint the audience that I want to speak to – young adults who work in the advertising agency business. We are seeing a conversion rate that is 87% better than that of traditional pay per clicks on Google and Yahoo.” Bob BentzWayne, Pennsylvania, USA advancedtele.com“The Positive People – Within the first 15 minutes of our ads running we had over 30 clicks to our website. We get a consistent stream of subscribers and. Facebook has expanded our market nationally in a way that no local print magazine could. The best part is that we can control our budget and spending according to our needs. As a start-up, we are so relieved that there is no contract or financial commitment. It is cost-effective and produces real results! My business partner and I even have competitions. We each design an ad and see who gets the most clicks! Who thought advertising could be this fun?”Indi Avila Orange County, California, USA thepositivepeople.com

10. 6steps to successTarget precisely and experimentStick to the pointAdd a photoProvide a compelling reason to clickMake it interactiveEncourage sharinghttp://www.socialmediaexaminer.com/9-facebook-marketing-success-stories-you-should-model/

11. Failures“The reason is actually very simple – People going to a search engine tend to be “on their way” to somewhere. Someone who is on Facebook is already where they want to be.”“A search engine is a portal, not a destination.” - Quintin

12. reasonsKeywords are not interestsAds take users away from FacebookAd copy to forwardNo multi-step engagementNot updating the fan pageOnly going for exposure6

13. Trendshttp://www.socialmediaexaminer.com/facebook-marketing-studies/

14. References(2009) Facebook Advertising Provides Precise Targeting for Less. Retrieved from http://www.google.com/url?sa=t&source=web&cd=8&ved=0CGsQFjAH&url=http%3A%2F%2Fgoodworksconnect.org%2Fuploads%2FFacebook-Success-Stories.pdf&rct=j&q=facebook%20advertising%20success%20stories&ei=Yo9yTqjXIObZ0QGS55iiBQ&usg=AFQjCNGoJaH5Kfgvn8yik5X5OhtDMGBcgw&cad=rja(2009, May 13) Facebook Advertising and Demographics in Canada. Retrieved from http://www.thewebshop.ca/blog/2009/05/facebook-advertising-and-demographics-in-canada/(2010, August 11) 7 Hidden Reasons Why Companies Fail At Facebook Advertising. Retrieved from http://www.ppcsummit.com/newsletter/google-adwords/7-hidden-reasons-why-companies-fail-at-facebook-advertising/(2011) Pros and Cons of Facebook. Retrieved from http://www.surfnetkids.com/go/safety/752/pros-and-cons-of-facebook/Aronsson, L; Male, B. (2010, February 19) Is Your Target Audience On Twitter, Facebook, Or LinkedIn? Retrieved from http://articles.businessinsider.com/2010-02-19/strategy/29984065_1_social-media-facebook-users-linkedin-users

15. Reference Cont’dGeneral Team Login. (2010, June 9) Facebook Advertising: Top 9 Reasons Why Digital Marketers Fail. Retrieved from http://www.ymarketing.com/blog/bid/29589/Facebook-Advertising-Top-9-Reasons-Why-Digital-Marketers-FailMershon, P. (2011, September 13) 9 Facebook Marketing Success Stories You Should Model. Retrieved from http://www.socialmediaexaminer.com/9-facebook-marketing-success-stories-you-should-model/Porterfield, A. (2010, September 7) 3 Studies Show Facebook Marketing Potential. Retrieved from http://www.socialmediaexaminer.com/facebook-marketing-studies/Quintin. (2010, August 27) Why Facebook Advertising Fails, and the Case for SEO companies. Retrieved from http://www.sabest.biz/blog/2010/08/why-facebook-advertising-fails-and-the-case-for-seo-companies.htmlSu, S. (2010, June 8) Who’s Using Facebook Around the World? The Demographics of Facebook’s Top 15 Country Markets. Retrieved from http://www.insidefacebook.com/2010/06/08/whos-using-facebook-around-the-world-the-demographics-of-facebooks-top-15-country-markets/Thandani, R. (2010, September 9) Pros and Cons of Facebook. Retrieved from http://www.buzzle.com/articles/pros-and-cons-of-facebook.html

16. Image SourcesSite source of do you have facebook?http://www.flickr.com/photos/spiritolibero85/2939544686/sizes/m/in/photostream/Owner of photo: Alessio85Site source of ages chart http://static6.businessinsider.com/image/4b7efec400000000003e6685/ages-twitter-facebook.jpgOwner of photo: QuantcastSite Source of education level chart http://static6.businessinsider.com/image/4b7efed7000000000030cb3b/education-twitter-facebook.pngOwner of photo: QuantcastSite source of US Facebook users bar graph http://www.insidefacebook.com/wp-content/uploads/2009/02/20090201fbdemobar.pngOwner of photo: insidefacebook.comSite source of US Facebook users pie graphhttp://www.insidefacebook.com/wp-content/uploads/2009/02/20090201fbdemopie.pngOwner of photo: insidefacebook.comSite source of Facebook memologyhttp://4.mshcdn.com/wp-content/uploads/2010/12/facebook_memology.jpgOwner of photo: Stan Schroeder